Should Merchants Use Multiple Affiliate Networks?

[Linda Buquet]

Should Merchants Use Multiple Affiliate Networks? It's a multi-dimensional issue that raises a variety of tracking and reporting questions and there is not a single answer that's right for every affiliate program.

In general (although it depends on the program) I recommend, at most, an in-house program and one network program. That way you can give affiliates the choice of higher payouts, longer cookies and more direct support with the Indie or the convenience of a network for the many affiliates that prefer that option. I really do not advocate merchants being on multiple networks. But that's just me.

Jeff Molander recently held a Paying For Performance Webinar where he posed the question to leading affiliate marketing veterans and managers including:

Donald Schamber, Online Marketing Manager, Vistaprint.com
Carolyn Tang, Client Services Dir, Shareasale
Jonathan Miller, Founder, Forge Corporation
Jamie Birch, Dir, Affiliate Marketing, Converseon (formerly of Coldwater Creek)
Chris Sanderson, Managing Partner of AMWSO

Their answers and a great discussion was just published over at Shop.org. If you are a merchant either already on or considering a multi-network strategy, this should be on your must-read list.

Should Retailers Use Multiple Affiliate Networks?

Affiliates what do you think? All the discussion above was centered around what's best for the merchant. What's your stance on the issue?

[John Jupp]

There are always exceptions Linda so I am going to suggest the opposite approach.

Many networks are specialist in their approach. Namely some networks perform better in a particular field or niche than others and concentrate on merchants from that particular aspect. However the overriding issue is not which network but rather...is that network able to deliver the quality traffic I need from the target audience I wish to attract?

Many networks individually are excellent. Some are appalling. However many fail the litmus test if the merchant is trans national in commerce.

So more than one network is essential.

We are launching a huge multi million dollar venture in June/July which I am OPM and this venture has an in house module plus a minimum of three networks. The first is a US network and the second is a UK network (because that's the areas they cover). We may well add a particular Canadian network later and also a trans national network after that. The third network we are going with strictly uses affiliates specialising in blogging and we'll be providing RSS feeds for integration as the model fits in with that field.

Each network operates in a core or particular manner. The UK network is small but high profile and popular with European affiliates. The US network is the darling of the small US affiliate and the third is a must for the blogger monetising their blogsites. Each network therefore operates a differing business model which will fit in with our merchandising and promotion in different ways. Not one network (not even trans national networks) provide that for us individually.

Technology also plays a very important part and whilst I am happy to see networks take on innovations I and others came up with (my goodness is it really so long ago) more than two years ago, we are only now seeing the investment by the networks in new technology and marketing avenues. Again no one network has it all (some are getting close).

So depending on your business model, I would suggest no single network can provide everything you need and that's why companies use OPM's. We research the business model, putting together a marriage between the differing marketing strategies and integrating them into the affiliate channel.

Gone are the days of "if we build it they will come". Success in online marketing is now contingent on so much more. Restricting yourself therefore to a single network is not always in the interests of YOUR business.

[Rob_TID]

From an affiliate perspective, the answer I think is a definite yes.

I personally will not work with in house programs unless I am very sure of the company iteself.

I also like to have a choice of which network to pick it up on.

Just my 2 cents.

[samk]

I think that merchants should definitely use different networks for multiple reasons

1. Get access to large number of affiliates
2. Allows the merchant to negotiate affiliate payout
3. Builds credibility in the market when your site is listed in different locations
4. Build brand value
5. Get access to larger traffic.
6. BACKUP

From affiliate point of view its good because affiliates can select the highest payout for a particular offer in different networks.